A capitalist dystopia will use anything for showing ads to people all the time if they can. Actually we're already there and have been for years. The global ad market is all about recognizing and finetuning ads to specific people, using techniques a lot more advanced than iris or facial recognition.
The ad industry will use any surface they can, but surfaces where people are already looking are especially profitable and also where ads are most annoying. With transparent displays this can and will include windows everywhere.
